Frequently Asked Questions
Q: Why are we making so much of this change? It won’t affect the substantive work of the University—teaching, learning, and discovery.
A: Not directly, but symbols matter. A logo is an organization’s calling card, an instant summary of the qualities that it most wants to be known for. A strong one—one that is in synch with a university’s character and aspirations—can have subtle but very real effects on how we are perceived. That elevation in perception, in turn, helps make other good things happen.
Q: Our logo looks good, but it’s really just the seal we’ve had for decades plus different typeface for our name. Why did it take so long to arrive at this?
A: The answer starts with the “How Did We Get Here” page on this Web site. That is a barebones representation of what was a thorough, painstaking process that required a lot of people to engage with the whole issue of institutional identity. So the result may seem simple, but arriving at it was not—nor could it be. You need to get this absolutely right the first time.
Q: Are Northeastern’s colors changing, too?
A: No, red, warm gray, and black will continue to be the primary colors in the Northeastern brand.
Q: What about typefaces?
A: We are moving to New Baskerville as the primary serif typeface, which will better complement the logotype. We will keep Scala, however, for more formal applications, such formal invitation packages.
Q: My office has been using Scala for our publications for a few years now; how do we obtain New Baskerville?
A: We are in process of acquiring a site license for New Baskerville that will enable multiple users throughout the University to download the font. Look to this Web site for an announcement of when it will be available. Until then, please continue to use Scala as the serif font for your printed pieces.
Q: Do we need to get rid of all of our printed material that includes the old torch logo and reprint everything?
A: Definitely not. We strongly encourage all Northeastern offices to continue to use up their supply of business cards, stationery, and printed publications before ordering new ones. We’ve established a transition period through the end of this academic year so that the University can adopt the new logotype at a measured pace.
Q: What will the new business cards and stationery look like?
A: We are collaborating with NU Reprographics to create those design templates, and they should be ready to go within the next week or so. We will post business card and stationery examples on the Branding Toolkit. Once we have the templates ready, your office will be able to order those materials through NU Reprographics, just as in the past.
Q: How much will the transition to the new logotype cost our office?
A: No more than what an office would spend in the regular course of business, especially assuming you are willing and able to use up your existing stock of stationery and publications.
Q: How about campus and building signs and Northeastern vehicles?
A: The facilities department will work with Marketing and Communications on that part of the transition. It will take time for all of that to happen.
Q: Will the new logotype appear on apparel and other items sold through the Bookstore or the Alumni Center?
A: We decided early in the process to think about branding Bookstore items and other merchandise after the launch. For one thing, Bookstore merchandise is not tied to the Northeastern graphic brand in terms of typefaces or logos; the bookstore pays attention to its market and designs that sell. They also carry a lot of clothing with the Athletics brand, and that is not changing. Meanwhile, the Alumni Center apparel carries the alumni brand, which is not affected by this new logotype.
At some point, the new wordmark will undoubtedly carry over to merchandise, but the University seal is another matter. We are required to maintain the integrity and dignity of that symbol, and we will be developing guidelines specifically for its use.Those are likely to be restrictive when it comes to merchandise.
Q: What role will recycling play in the transition?
A: We’re determined to ensure that this is a “green” process, in keeping with the University’s commitment to the environment. Obviously, paper should be recycled, and we’ll be focusing on that point throughout the transition period. We’ll be looking to recycle or reuse other things that need to be replaced as a result of the new graphic identity, such as campus signage. We even have a proposal on the table to recycle the vinyl banners that were just replaced along Huntington and Columbus avenues into tote bags.